A DECADE OF DENHAM teaser

A D E C A D E O F D E N H A M 2008-2018

CONTENTS 6-7

FOREWORD By Debbie Denham INTRODUCTION By Jason Denham

10-49

THE SCISSOR STORY

50-77

A Decade of Cutting

78-95

THE JEANMAKER A Decade of Brand Building

96-137

TIMELINE & MILESTONES A Decade of Dedication

138-199

THE TRUTH IS IN THE DETAILS A Decade of Detail

200-253

MADE IN JAPAN A Decade without Compromise

254-269

WASHED IN ITALY A Decade in the Laundry

270-325

DENHAM SERVICE CO. A Decade of Service

326-337

DENHAM GARMENT LIBRARY A Decade of Collecting

338-367

THE ART OF THE SCISSOR A Decade of Scissor Graphics

368-407

HOUSE GUEST ARTISTS A Decade of Friends & Collaborations

408-433

THE CUTTING ROOM FLOOR A Decade at the Movies

434-474

FOR THE LOVE OF RETAIL A Decade of Bricks & Mortar

475-506

APPENDIX Five Years in the Making

9

For 10 years, we have been driven by a clear strategic vision.

Our mantra, "worship tradition, destroy convention," has always played a key role in motivating, empowering and inspiring us. We seek to challenge the status quo of denim design, and impact the lives of every consumer who comes in contact with our brand.

“If you want to see the quality of a jean, turn it inside-out” - Jason Denham

148

THE TRUTH IS IN THE DETAILS: PRODUCT

Signature Details We find inspiration in the history of our industry, but we destroy convention and create our own ideas. We’re not a copycat

Powder-coated mat black donut button / copper shank.

brand; we’re original. So when you look at our product, it has got our signature details inside and out: in the construction, branding, washing and finishing. “The truth is in the details” is our 7-point back pockets, our fishbone lining, our fabric quality and our hardware. It’s all manifested in our scissors logo, which is meticulously embroidered on the back of every jean using 691 stitches.

Embossed copper rivets.

Signature scissor print on herringbone twill.

Italian white leather patch. Indigo ink hand-brushed to fade out.

Custom made DENHAM selvedge with two tones of blue.

149

THE TRUTH IS IN THE DETAILS: DENIM CARE

Your Journey Starts Here...

DENHAM will service your jeans for life: washing, sewing, painting and repairing.

Since day one, we have been ambassadors for long-lasting, high quality products.

To us, it’s equally as important to sell the jeans as it is to take care of them. We go on a journey with that jean, alongside every customer. We believe that jeans look better and better the longer you wear them.

We’ve also introduced a Service Co. road show, so our staff travel to different wholesale accounts around the world. In Japan, we sew, wash, dry and even custom paint jeans.

Yutaro Yoshiki - Area Manager Retail Div. Japan

168

Nagi Kobayashi - Ginza 6 Store Soldier, Tokyo

169

Every Detail tells a Story We are a storytelling brand, because our products have a lot of stories to tell. Our stores are filled with graphics and signage that share our themes, inspirations and where concepts originated.

Our in-house team designs each of our stores with a unique aesthetic: we combine clean, gallery-like spaces with authentic character. Walls are painted in our signature indigo, while shop fittings use

THE TRUTH IS IN THE DETAILS: INSTORE PRESENTATION

Vintage zinc baths are used for DENHAM's hand-wash laundry service.

Patented scissors wall brackets are used to hang jeans in store. The ears of the scissors help create a functioning hanging system.

recycled and salvaged pieces like French trolleys and Art Deco lamps. Floors are made of wood that we reclaimed from an old French barn, and cash desks are made of vintage American yardsticks. One of my favourite details is our display walls, where we’ve used bolted brass scissors to the walls to act as hangers.

For 10 years, sake has been the DENHAM drink of choice.

We produce our own sake with Hiro, a 6th generation sake maker.

Reclaimed vintage yardsticks are used as in store display features.

177

MADE IN JAPAN

214

MADE IN JAPAN

213